Thread by @richstemecom

<< 10 TIPS >> to split test or A/B test your ads

This thread will teach you how to scale what works and kill what doesn’t 🧵

1// Compile your resources

Have multiple creatives at hand (videos, photos, ad copies, headings, etc.).

Ensure they’re all high-quality and the right formats for your placements.

2// Always change one variable

The first rule is to always test a single variable. Why? To know what was the change that made a difference.

So, if you’re testing the video, change only that - don’t touch the ad copy or targeting.

Or, if you’re testing which ad copy works best, duplicate the same ad, and change only the ad copy and nothing else. That’s the only way to get accurate results when split-testing ads.

There are tons of variables to A/B test, so choose what makes sense for your business:

- Visuals (photos, videos)
- Copy (ad copy, heading)
- Audience targeting
- Placements
- Goals
- Delivery optimization
- Budget strategies
- CTA buttons

3// Pick the right metrics

Don’t just choose vanity metrics like CPM or CPC. Instead, look at numbers that matter - your ROAS, CPA, and actual income and profits.

4// Proper budget allocation

Ideally, you’re split-testing in the same geographical location.

However, if you’re testing between different countries, ensure you allocate your budgets properly.

Targeting a broad audience in the USA and a broad audience in Malta isn’t the same. In the US, aside from the audience size, you’re competing for ad space with more competition.

Naturally, the ads will be more expensive.

Consider this point before dismissing an entire country. Perhaps the budget you set isn’t enough to get you the results you want.

5// Kill underperforming ads

A/B testing is a full-time job.

The entire point of it being called “testing” is to observe, analyze, and change where needed.

So, after you set up and launch your campaign, follow it closely and start looking at the metrics. Your next job is to isolate the most underperforming ads and stop them.

Don’t let them waste your budget if you see no results.

6// Scale high-performing ads

Next, look at your best-performing ads or ad sets. Duplicate those and increase their budget or test them out with another audience.

But, always duplicate!

You never know how you’re changing the algorithm!

7// Give it time

One day usually isn’t enough to draw a conclusion. Let your ads run at least 4-5 days until you make up your mind.

Typically, algorithms see how users behave with our ads and learn the whole time. The more data they gather, the better they become. So, stopping an ad too early or drawing a premature conclusion is definitely something to watch out for.

8// Keep testing

The secret is - never stop testing! Once you’ve gathered several winning ad copies and visuals, test them against each other or test them in front of a different audience.

In that way, you’ll always scale and keep improving.

Social media trends are passing, so you’ll always stay ahead of the curve by constantly testing.

9// Test your landing page

I see a significant mistake in many eCommerce shops: focusing only on the front-end (the ad itself) but forgetting the back-end (your landing page).

One pointer that something’s wrong with your landing page is ads that constantly perform well, but you see no increase in purchases. Or an increase in website visitors but not in purchases.

At this point, we can conclude that you successfully bring people to your store, but something that they see there changes their mind, so they don’t convert to paying customers.

So, don’t forget to test different landing page designs until you land on your winner!

10// Learn and optimize

The end goal of every split test is to learn what works to optimize your future campaigns.

Look at all the details and numbers of winning campaigns and perform an in-depth analysis.

Like this, you’ll have a clear big picture of what type of audience, placement, content, and objective works best for your brand and product.

I’d love to hear about your experiences with split-testing! Comment below 👇

I share daily insights on TikTok ads, eCommerce, and dropshipping.

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